Desire: French version of summer
The most characteristic features of the French style are impeccable taste and sense of proportion. We talk with Michel Bonnet, Executive Director of the French Federation of Shoe Companies, about the feelings that French exhibitors have on the eve of the Russian shoe exhibition and the new ordering season.
- You are already holding the third French pavilion at MosShoes. What results of the first two do you consider the most important for yourself?
- In a difficult time from the economic point of view, the French Pavilion made it possible to favorably distinguish national companies. The best indicator of its success is the number of visitors who have focused their attention on the France pavilion and directly at the exhibitors' stands. The companies participating in the MosShoes exhibition for several years, for example, Mephisto or Samson, were able to start their activities in Russia in more favorable conditions. The goal of companies entering the Russian market now is to find an agent. And we are especially proud that Gep, which first came to MosShoes in March 2009, has already made promising contacts.
- What will be new this time? Are new participants appearing in the pavilion?
- It is worth paying attention to two new participants - Wapiti (the company will present its line of children's and teenage shoes, as well as “authentic” home shoes with extracts of lavender oil, aloe vera and bioceramic capsules) and TBS (this company produces both clothes and shoes for active recreation, including for yachting. Only in France it has 14 monobrands open). You will be able to look at new collections, as well as discover the mysterious world of French shoe fashion during the defile, which will be held on Tuesday and Wednesday, 29 and 30 of September.
- What is the mood of the exhibitors who can already be called permanent?
- With great hopes, based on the experience of last season. All participants understand that entering a new export market requires hard work and regular promotions before you can reap the benefits of commercial profit and customer loyalty. For our part, we very much hope that the difficulties in the Russian economy will be quickly resolved.
- We have data on the export of French shoes for the 2008 year: an increase in volume by 27%, an increase in the average price of the export price for a pair by 14%. Is there data on the first half of the 2009 year? Is the export structure changing?
- In 2008, the export of French shoes to Russia increased by 16% in value. Export of products of the high price segment and luxury to Russia grew not only in the 2008 year, but also in the first semester of the 2009 year, and the average price for a couple increased, although not by much. In 2008, sales of men's shoes made of genuine leather increased sharply, an increase of 84%.
At the moment, it is too early to summarize the first half of the year, I can only say that we are preparing for much less promising figures, focusing on the economic situation in Russia. But French manufacturers, despite the difficulties, will wait for the market to revive, and will certainly attend the presentation of the Spring-Summer 2010 and Autumn-Winter 2010 / 2011 collections.
- By what signs do you realize that the French Pavilion this time was a success?
- Of course, this is the number of visitors at the exhibition and in the France pavilion itself, but above all, it is the development of relations between French manufacturers and Russian buyers who started at the exhibition. At the end of each exhibition, we are sure to conduct a debriefing with the participants.
- What will be the main trends of the Spring-Summer 2010 season?
- “Desire” is a symbolic word for the spring-summer season. So, new shoe fashion trends can be expressed through the prism of many desires: this is an attempt to combine the incongruous - imagination and science - to create an innovative fashion; and the problem of particular sophistication in the embodiment of eternal beauty; a desire for exoticism and, finally, a dream of a simple and enchanting field fashion, suitable for urban use. So, French shoes presents four stories to your attention, according to the trends of the new season: Search for infinity, Scorching Sun, Perfect Beauty and, finally, Forest Poetry. You can find more detailed information on new trends in the French Style brochure, which the federation publishes with the fashion department of the Committee for Economic Development of the Technical Center for Leather Products.
- During the “fat” 2000s, the majority of Russian shoe factories did not have time to update production equipment, partly because of this, production volumes fall annually. What is the dynamics of shoe production in France now? How do you rate the level of technological support in France?
- In 2008, 31 million pairs were released. Most French shoe manufacturers had been re-equipped long before the 2000's. Some have chosen the way to transfer part of production to other countries.
The leather industry in France is equipped with the latest technology, has its own research center for conducting experiments and developing new technologies, as well as special technical equipment for the implementation of basic research and the application of innovative products.
- Shoe business in France - is it more a family business or factory production?
- Our federation includes 110 shoe manufacturers, most are small family firms, less than 50 workers. Only six largest enterprises employ more than two hundred people.
- What are the largest retail chains in France? What is the proportion of French shoes in them?
- Distribution networks and their affiliates account for 39% of the total market turnover, their specific part has increased significantly in 2007-2008. The international footwear market is best known for the Vivarte and Eram group of companies. French networks are concentrated mainly in Europe and are poorly represented in other regions. Some manufacturers also have their own networks, for example, Mephisto, JMWeston, Paraboot brand stores are open not only in France, but also abroad. For example, Mephisto has more than 800 points of sale worldwide.
- The federation will have a new president this year. What ongoing initiatives of the federation will it continue within the country and abroad? What's new in the areas of work?
- You are absolutely right, Mr. Jean-Pierre Renaudin, former president of MOD8, a company producing luxury children's shoes, was elected the new president of the federation.
An active export policy, as well as introducing French shoes to a wide range of buyers, have been the two main areas of the development strategy of the French Federation of Shoes over the past two years. This work will continue.
The Russian market is very important for us, which is why we decided that the federation should have its own plenipotentiary representative here. Since this year, the interests of the federation in Russia have been represented by Ekaterina Mamatova. We hope that it will become the very link that will unite Russian buyers and French manufacturers.
- France is the historical citadel of feminism. Do you think a woman shoes for herself or for a man?
- I would say that French women manage to choose the right shoes for every moment! Not only elegance, but also comfort, as well as the quality of shoes are the main selection criteria for a woman.
- Whose shoes could you name the reference example of the French style in shoes?
- For many years one of the most widely represented in the international footwear market, including in Russia, is the Robert Clergerie brand. Other well-known names can be named: Rautureau, Louboutin. At the last MosShoes exhibition, the federation presented to the attention of visitors a retrospective of the evolution of French style, prepared by the famous Paris stylist François Ascensio, who also organized a fashion show in the French Pavilion. I am sure that he will be able to tell you in more detail about the influence of French fashion designers on the shoe collections of the next season with great pleasure.
Euro Shoes was a huge success in Moscow
We are waiting for you at the Euro Shoes exhibition on August 26-29
The business program of the EURO SHOES exhibition will take place on August 28
Euro Shoes starts in a month in Moscow!
Euro Shoes will start operating on February 19 in Moscow!
We are waiting for you at the Euro Shoes exhibition on August 26-29
The international exhibition of footwear and accessories Euro Shoes premiere collection starts in Moscow next Monday. Euro Shoes will be held in the capital's Expo Center from August 26 to 29 in alliance with the leading international clothing exhibition CPM Moscow. In one place and on the same dates, both exhibitions will bring together a large number of visitors, buyers and fashion industry professionals from Russia and the CIS countries.
The business program of the EURO SHOES exhibition will take place on August 28
After a break, the business program returns to the EURO SHOES premiere collection exhibition. It will take place on August 28 in pavilion 8.4 of the Expocentre, from 12:00 to 17:00.
EXTR4 - a new shoe brand from Italy at the EURO SHOES exhibition
Imagine a world where the barriers between urban style and athletic performance disappear, where shoes become more than just an accessory, but an integral part of your personality and lifestyle. This is the world of EXTR4, a new shoe brand from Italy created for men and women who live active, full lives.
PETER KAISER IS BACK! The oldest shoe brand in Europe will again be presented in Russia, Caprice Vostok CEO Viktor Kunz spoke about this in an exclusive interview with SR
"Peter Kaiser is back!" – with this slogan, the German brand Caprice opens the spring-summer 2025 season. At the end of December 2023, it became known that Caprice acquired Peter Kaiser, one of the oldest, rich in tradition and most respected shoe brands in Europe. Caprice will continue the unique history of the Peter Kaiser brand and retain its essence. The new owner promises to maintain maximum comfort and quality of shoe materials, a younger audience will be attracted, and prices will become very attractive. “In the mid-price segment, Caprice and I offer excellent value for money. Thanks to the Peter Kaiser trademark, registered in more than 70 countries around the world, we will be able to position ourselves in a higher price segment. The lower and luxury segments are dominated by vertically integrated suppliers. The segment with the greatest potential for our non-vertical partners is in between. This is where Caprice and Peter Kaiser will be positioned,” says Managing Director of CAPRICE Schuhproduktion GmbH & Co. KG Jurgen Kölsch.
Euro Shoes was a huge success in Moscow
The international exhibition of footwear and accessories Euro Shoes premiere collection was held in Moscow from August 26 to 29 at the Expocentre. Organizers and participants of the professional exhibition note the high level of attendance and business activity. Euro Shoes has once again become a center of attraction for professional buyers from different cities and regions of Russia and from the CIS countries.
Heading towards Moscow - development of the MASCOTTE chain in a new concept
The brand of shoes, clothing and accessories Mascotte continues to actively develop the network in a new concept. Updated spaces appeared in Moscow in the VEGAS KASHIRSKOE shopping center on the 1st floor (area more than 300 m²) and the Vesna shopping center on the 1st floor (area more than 400 m²). By the end of 2024, openings are planned in the Botanica Mall mixed-use complex on the 1st floor (area more than 400 m²) and in the ODIPARK shopping center on the 1st floor (area more than 300 m²). In 2025, the brand plans to continue to expand its network of branded salons in a new concept through consistent and methodical openings in new shopping centers and rebranding of current salons with relocation to larger areas.
How to differentiate yourself from competitors and earn more?
Online shoe sales are increasingly competing with offline stores every year, but they still cannot count on even a 20-30% share of sales on the Russian market. With rare exceptions, the cost of shoes on marketplaces is lower than in retail stores; for some reason, most buyers prefer to purchase a new pair, albeit more expensive, but personally choosing from the assortment presented on store windows and shelves. This illogical behavior of buyers can only be explained by the fact that each of them has individual characteristics when choosing purchases. SR expert on increasing sales in fashion Evgeny Danchev talks in detail about three options for a marketing strategy for positioning retail in the market, their advantages and benefits.
MUNZ Group: Five common mistakes when searching for line personnel
Mistakes in personnel selection are costly for companies. The time spent on searching, the investment of money in organizing recruitment and the lack of salespeople in the store increase the value of each correctly selected employee and increase the cost of an error. Munz Group HR Director Ekaterina Ananenkova talks about the most common mistakes.
Euro Shoes will be held in pavilions 2.5, 2.6 of the Expocentre Fairgrounds
Dear partners!We inform you that the Euro Shoes premiere collection exhibition will be held from August 26 to 29 at the Expocenter, pav. 2.5 and 2.6.
Time-tested and new collections
PETER KAISER SPRING/SUMMER 2025
Global footwear production down by 1,5 billion pairs in 2023
According to statistics from the World Footwear Yearbook 2024, the annual analytical bulletin of the Portuguese Footwear Association, global footwear production fell by 6% last year to 22,4 billion pairs. And global footwear exports decreased by 9,1% year-on-year, to 14 billion pairs, writes Worldfootwear.com.
A fashion buyer's checklist will expand your capabilities in creating an assortment for a shoe store
On the eve of the purchasing season, the buyer’s main task is to prepare for the formation of a new assortment. If we pass this stage efficiently, then we increase the efficiency of our work by at least 2 times, reduce the risk of outsider models appearing in the collection and increase overall liquidity and the share of hits. SR expert on purchasing and sales in the fashion business, Elena Vinogradova, shares recommendations based on her extensive practical experience as a fashion buyer, and has also compiled a checklist especially for readers of the magazine to assess your readiness to purchase a new collection.
Difficulties in recruiting personnel and how to deal with them
Many managers believe that by providing decent wages and good working conditions, potential employees will come to work on their own, and each of them will become an excellent salesperson. Unfortunately, this is not the case: applicants come reluctantly, and in most cases, none of them are suitable for the position of salesperson. Therefore, personnel selection requires a professional approach. SR expert in the field of fashion business management and development Maria Gerasimenko talks about the employee selection algorithm and non-standard methods of searching and interviewing candidates.
HIT OF THE SEASON: THE MOST CURRENT MODELS FOR SUMMER FROM THE GERMAN FOOTWEAR AND ACCESSORIES BRAND TAMARIS
The German brand Tamaris presented the Hot summer line with light and weightless models that are ideal for the hot season.
Working with an active audience on Telegram and VKontakte. Mistakes brands make when moving to new local social networks
We already wrote about how to work in the Russian social network “VKontakte” and the Telegram messenger, about the features of these platforms in the 195th issue of the magazine; the expert was digital expert from Fashion Consulting Group Katerina Diveeva. In this issue we return to this difficult topic again, as it is still relevant. Companies have a hard time mastering new platforms and tools through trial and error, but continue to work through them with their target audiences - with existing and potential clients, since there is no alternative: traffic and coverage in prohibited networks is steadily falling. With Katerina Diveeva, we analyze the most common mistakes that are made when moving to new local networks.
Louis Vuitton opens a new factory in Italy
Louis Vuitton has opened its second shoe factory in Italy. After opening the first one in Fiesso d'Artico in Veneto, the LVMH flagship brand has just opened a new production site dedicated to this category of footwear in the industrial zone of Civitano in the Marche region. There is also another brand production facility in Tuscany, where bags and leather accessories are produced, writes fr.fashionnetwork.com.
Effective methods that will help improve the effectiveness of sellers
Many store managers face the problem of staff burnout who work on the sales floor. Previous motivation schemes for salespeople - “salary +%” no longer work today, and therefore new ways are needed to motivate employees to work better, more and sell more effectively. SR expert in fashion business development management Maria Gerasimenko shares her knowledge and tells what motivation schemes are effective today, how to implement a new motivation program and accustom a sales team to it.
Results of the round table of shoemakers with the Ministry of Industry and Trade of the Russian Federation, CRPT, NOBS and Wildberries
On September 15, a strategic meeting of representatives of the Ministry of Industry and Trade of the Russian Federation, CRPT, the National Shoe Union (NOBS) and the largest Russian marketplace Wildberries was held at the Holiday Inn Sokolniki hotel in Moscow. Representatives of the Russian footwear industry also took part in the meeting.The event was aimed at discussing key issues of interaction between sellers and the Wildberries platform. Every aspect of the work was analyzed in detail, including news on product labeling from the CRPT. Questions sent in advance from companies received detailed answers from authorized Wildberries employees. The discussion was very lively and productive.
Health and comfort in Relax Anatomic dress shoes
For many years, the Greek company Relax Anatomic has been producing innovative anatomical shoes that meet the requirements of orthopedic doctors. The Relax Anatomic design meets all the needs of the modern woman who seeks style and comfort. Relax Anatomic shoes offer a wide range of sporty and classic shoes for all ages in high heels, mid heels and flats.
Aroma Sementi offers an innovative shoe accessory
The Aroma Sementi brand presents an innovative accessory for shoes - aroma stickers, which are attached to the insole and sole and give freshness and a pleasant aroma that lasts for 30 days.
CAPRICE acquired PETER KAISER, one of Europe's most traditional footwear brands
Shoe manufacturer CAPRICE from Pirmasens has acquired the PETER KAISER brand, one of the oldest and most respected women's shoe brands in Europe. Caprice will continue the unique history of the PETER KAISER brand and preserve the essence of the brand. At the same time, maximum comfort and quality of materials will be maintained, a younger audience will be attracted, and prices will become more attractive.
A new look at Giotto. Interview with the head of the company Vladimir Timofeev
The corner of the Russian women's shoe brand Giotto in the fashionable metropolitan department store Trend Island became the first application of a famous Moscow shoe factory to develop and promote its own brand. Until now, the company has focused on sewing shoes for third-party customers and large retailers. Shoes Report spoke with the head of Giotto, Vladimir Timofeev, about its new strategy and the prospects for domestic production.
The international footwear exhibition Euro Shoes premiere collection was successfully held in Moscow
Russia's largest exhibition of footwear and accessories, Euro Shoes, was held in Moscow from February 19 to 22 and again became the main meeting place for fashion brands and buyers.
How the mule became a mule. A very feminine and relevant model of women's shoes today appeared in ancient Rome.
We continue the joint educational and educational project of Shoes Report magazine and the State Historical Museum (GIM), dedicated to the history of shoes and shoe craft. Women's mule shoes are fashionable footwear for rich city women for going out. The pointed-toed shoe was cut equally for the left and right feet, had a high heel and a durable sole covered in leather. Where did the fashion for mule shoes come to Russia?
Shoe educational program: what shoe soles are made of
“What is the difference between TEP and EVA? What does tunit promise me? Is PVC glue? What is the sole of these shoes made of? ”- the modern buyer wants to know everything. In order not to smash his face in front of him and be able to explain whether such a sole suits him in soles, carefully read this article. In it, process engineer Igor Okorokov tells what materials the soles of shoes are made of and what makes each of them so good.
How to set prices that will earn
Some businessmen still confuse the concept of margin with the concept of trade margins and set prices for their goods, guided solely by the example of competitors. No wonder they go broke! Analyst at the Academy of Retail Technologies Maxim Gorshkov gives several tips and formulas with which you can set not only ruinous, but also profitable prices.
Sales of shoes and accessories: effective techniques for business rhetoric
Which speech modules are effective in communicating with potential and current customers of shoe stores, and which are not, Anna Bocharova, a business consultant, knows.
We form the salary of sellers: expert advice
“How do you charge your consultants for personal or general sales?” Is one of the most popular questions causing a lot of controversy and gossip on the online forums of retail business owners. Indeed, how to properly form the earnings of sellers? But what about bonuses, where to get a sales plan from, do employees allow them to buy goods at discounted stores? In search of truth, the Shoes Report turned to a dozen shoe retailers, but no company wanted to disclose its motivation system - the process of its development was too complicated and individual. Then we asked four business consultants, and finally became convinced that the topic of seller motivation is very complex, because even our experts could not come to a common opinion.
Technology Selling Issues
There is nothing worse than meeting the buyer with the words “Hello, can I help you with something?”, Because the seller works in the store just to help. Criticizing this well-established pattern of communication with the buyer, Andrei Chirkarev, business coach for effective sales and the founder of the New Economy project, shares the technology of truly selling issues with readers of Shoes Report.
The whole truth about Bayer. Who is he and how to become one?
Bayer is no longer a new, but still a popular and sought-after profession. It’s fashionable to be a buyer. Buyers are at the origins of the emergence and development of trends. If the designer offers his vision of fashion in the season, then the buyer selects the most interesting commercial ideas. It is on buyers that the policy of sales of stores and what, in the end, the buyer will wear depends on. This profession is surrounded by a magical fleur, often associated with a lack of understanding of what exactly is the work of a buyer.
Fur, and not only: types of lining
In the production of winter footwear, various materials are used that are designed to retain heat and meet the requirements of consumers: natural sheepleather, artificial fur, artificial fur from natural wool and others. All types of lining fur have their own advantages and disadvantages. Let's consider the properties of each of them.
The best models of Czech shoes of the past
In Soviet times, for shoes from Czechoslovakia sold under the Cebo brand, customers stood in line for four hours and did not regret it, because Czech shoes were considered to be of high quality, comfortable and fashionable. Shoe designer Juraj Shushka shared a photo archive of his collection with Shoes Report magazine, which contains the most interesting Cebo models from the 1940's to the 1980's.
Retail Arithmetic
Before you begin to solve specific problems, you need to find out how accurately all the leaders of your company understand the basic terminology of retail.
How to fire a worker without tears, scandal and trial
Sooner or later, any manager is faced with the need to part with an employee. Properly and on time the dismissal procedure will save the company money, and the boss himself - nerves and time. But why sometimes, knowing that a break in relations is inevitable, we put off the decision for months?